Category Archives: Landing Pages

How Much Copy Do I Need On My Landing Page?

May 8, 2012 – 11:27 am

An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. The amount of copy that it takes to accomplish these tasks: make the reader [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation | Tagged , , , , , , | Comments (0)

How to Reduce Unsubscribes Using Subscription Management

April 30, 2012 – 4:00 pm

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as the publisher, give the wannabe [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Strategy, CRM, Database Marketing, Demand Generation, email marketing, Email Newsletters, Installed Base Marketing, Interactive Design, Lead Management, Lead Nurturing, Marketing Automation, Marketo | Tagged , , , , , , , | Comments (0)

Should I Remove Offer Content from My Website During a Campaign?

February 14, 2012 – 3:10 pm

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing, is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.” My [...]

By Howard Sewell | Also posted in B2B Marketing, Copywriting, Creative, Demand Generation, Interactive Design, lead generation, Offer Strategy | Tagged , , , , | Comments (0)

7 Tips for a Successful PPC Landing Page

January 25, 2012 – 8:14 am

Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The rewards from making even slight [...]

By Howard Sewell | Also posted in B2B Marketing, Demand Generation, Inbound marketing, lead generation, search marketing, SEM | Tagged , , , , , | Comments (4)

5 Best Practices You Can Borrow From This Email Campaign

January 13, 2012 – 11:28 am

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft, a maker of sales and marketing automation software for small businesses. It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, email design, email marketing, Graphic Design, Interactive Design, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (0)